A Smalltalk Product Company

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A Smalltalk Product Company, Christian Haider (ESUG 2004, Koethen)

A Smalltalk Product Company
Christian Haider

Contents
• The product and the company
• The role of Smalltalk
• Development
• Marketing
• Pricing
• Mistakes
ESUG 2004 Christian Haider: A Smalltalk Product Company 2 of 12

History
• Contract to do a simple chart program
• 1 year (3 man months)
• First of its kind -> Market?
• smallCharts Trademark
• Help Website
• Contract with business newspaper
• ½ year (4,5 man months)
• Opened company
• Second contract as a company
• ½ year (3 man months)
• Marketing Website

ESUG 2004 Christian Haider: A Smalltalk Product Company 3 of 12

The Product
• Examples…
• Each version had a long development
• More features
• Better design

ESUG 2004 Christian Haider: A Smalltalk Product Company 4 of 12

Unique Selling Proposition
• Automates the Chart creation for print
• Cheaper
• Faster
• Later
• More correct
• More consistent
• Simpler
• More direct
ESUG 2004 Christian Haider: A Smalltalk Product Company 5 of 12

Why a Company?
• Independent legal entity (GmbH)
• Partners
• Infrastructure
• Costumer recognition

ESUG 2004 Christian Haider: A Smalltalk Product Company 6 of 12

The Role of Smalltalk
• None!
• …except
• Would not have done initial project
• For remarks that this change was quick
• For exploring external interfaces on the fly

ESUG 2004 Christian Haider: A Smalltalk Product Company 7 of 12

Development Process
• Needs to be professional
• Delivery
• Testing
• Tracking features, bugs and time

ESUG 2004 Christian Haider: A Smalltalk Product Company 9 of 12

Marketing
• Find customers
• Get the product known
• Specific target market (Impressum)
• Talk to the decision makers
• Gatherings
• Word of mouth
• Presenting
• Networking with other Start-ups
ESUG 2004 Christian Haider: A Smalltalk Product Company 10 of 12

Pricing
• Price model
• License, rent or lease
• Complexity
• Price level
• No competitors
• Costs for the customers are not known

ESUG 2004 Christian Haider: A Smalltalk Product Company 11 of 12

Mistakes
• No Marketing
• Hope on Word-of-mouth advertizing
• Did not want to do Marketing
• Underestimated development time
• Underestimated customer decision process
• GmbH with a Partner

ESUG 2004 Christian Haider: A Smalltalk Product Company 12 of 12

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A Smalltalk Product Company

1. A Smalltalk Product Company Christian Haider

2. Contents • The product and the company • The role of Smalltalk • Development • Marketing • Pricing • Mistakes ESUG 2004 Christian Haider: A Smalltalk Product Company 2 of 12

3. History • Contract to do a simple chart program • 1 year (3 man months) • First of its kind -> Market? • smallCharts Trademark • Help Website • Contract with business newspaper • ½ year (4,5 man months) • Opened company • Second contract as a company • ½ year (3 man months) • Marketing Website ESUG 2004 Christian Haider: A Smalltalk Product Company 3 of 12

4. The Product • Examples… • Each version had a long development • More features • Better design ESUG 2004 Christian Haider: A Smalltalk Product Company 4 of 12

5. Unique Selling Proposition • Automates the Chart creation for print • Cheaper • Faster • Later • More correct • More consistent • Simpler • More direct ESUG 2004 Christian Haider: A Smalltalk Product Company 5 of 12

6. Why a Company? • Independent legal entity (GmbH) • Partners • Infrastructure • Costumer recognition ESUG 2004 Christian Haider: A Smalltalk Product Company 6 of 12

7. The Role of Smalltalk • None! • …except • Would not have done initial project • For remarks that this change was quick • For exploring external interfaces on the fly ESUG 2004 Christian Haider: A Smalltalk Product Company 7 of 12

8. Being a Company • Is about profitability • People • Organization (transparency) • Bureaucracy (Government, Internal) • Partners (explicit Plans and Goals) • Website, logo ESUG 2004 Christian Haider: A Smalltalk Product Company 8 of 12

9. Development Process • Needs to be professional • Delivery • Testing • Tracking features, bugs and time ESUG 2004 Christian Haider: A Smalltalk Product Company 9 of 12

10. Marketing • Find customers • Get the product known • Specific target market (Impressum) • Talk to the decision makers • Gatherings • Word of mouth • Presenting • Networking with other Start-ups ESUG 2004 Christian Haider: A Smalltalk Product Company 10 of 12

11. Pricing • Price model • License, rent or lease • Complexity • Price level • No competitors • Costs for the customers are not known ESUG 2004 Christian Haider: A Smalltalk Product Company 11 of 12

12. Mistakes • No Marketing • Hope on Word-of-mouth advertizing • Did not want to do Marketing • Underestimated development time • Underestimated customer decision process • GmbH with a Partner ESUG 2004 Christian Haider: A Smalltalk Product Company 12 of 12